Office: HS 604A

Professor- Restaurant, Hotel and Institutional Management
Associate Director - Texas Wine Marketing Research Institute

Dr. Natalia Velikova holds a joint appointment between and the Texas Wine Marketing Research Institute where she serves as the Associate Director, and the Department of Hospitality & Retail Management at Texas Tech University, where she works as a Professor and teaches courses in wine marketing and wine tourism. Dr. Velikova conducts research in the area of wine consumer behavior, wine marketing, and wine tourism. Dr. Velikova received several grants, including federal funding, to conduct research on various global wine markets development. She has served as Visiting Professor at the University of Otago (New Zealand), Burgundy School of Wine & Spirits Business (France), and the Agricultural University of Georgia (Republic of Georgia)

Dr. Velikova has received numerous awards including Fulbright U.S. Scholar Award to the Republic of Georgia (2016-17), Excellence in Research, Scholarship, and Creative Activity Award (2017), Spencer A. Wells Award for Creativity in Teaching (2016), Distinguished Research Award (2013), as well as the Emerald Literati Network Award for Excellence for Best Paper in the International Journal of Wine Business Research.